Geofilters are filters that can only be applied at certain places - so for a city (to create a 'Greetings From Asbury Park, NJ' style postcard effect), or for specific locations, like Disneyland, as shown on the video.

Very smart, and you'd imagine brands with locations (McDonalds, Top Shop, cinemas, football clubs...) will be using this a lot by the time we get to Christmas. & why not have a range of special Christmas ones for multiple locations - e.g. LEGO, Simpsons, Quality Street...

Also, you can imagine Instagram, Facebook, Twitter and others following very quickly.